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Brand Management & Product Leadership
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Pharmaceutical; Biotech; Medical Device; Manufacturing; Consumer Products; Diagnostic; Health Care
AstraZeneca; Sanofi-aventis; Abbott Laboratories; Amgen; Baxter Healthcare; Biogen; Bayer; Boehringer-Ingelheim; GlaxoSmithKline; Johnson & Johnson; Pfizer; Roche; UCB Pharma
To make a pharmaceutical brand reach #1 market position, three components are crucial for success: Clinical Differentiation, Marketing Differentiation and Sales Force Effectiveness.
Companies realize it is often not enough to spend like your competitor. In fact, you have to outspend the competition, especially in areas such as market research and patient education, to make significant impact on your position in the market.
Fostering competitive intelligence is important to keep a close eye on competitor activities and spending. Companies that want their product to reach #1 in the market must invest in a variety of competitive intelligence initatives.